NBCUNIVERSAL ADVERTISING & PARTNERSHIPS UNVEILS “ONE PLATFORM,” A NEW GO-TO-MARKET STRATEGY TO REACH ALL AUDIENCES, ACROSS ALL SCREENS
LAS VEGAS, NV—January 8, 2020—Today at the Consumer Electronics Show (CES), NBCUniversal announced its new go-to-market offering, ONE PLATFORM, which establishes a new industry standard for buying and selling premium video.
Through a new ONE PLATFORM structure, advertisers will be able to leverage the full power of NBCUniversal’s extensive content and expansive scale. In 2020 alone, NBCUniversal will have more than 110,000 hours of new original content and reach 97 percent of people in the U.S., as well as half a billion people around the world in partnership with Sky.
“The future of our business is simple: it’s our audience. People are the center of everything we do. We know that viewers do not differentiate content by network, time or screen; instead, our fans see NBCUniversal as one giant home to the best stories, so that’s the mindset we’ll go to market with in 2020.”
“With One Platform, we’re following our viewers’ lead. Rather than rejecting the changes in consumer behavior, we’re reflecting it. And rather than pushing back on disruption, we will use it to power our business and redefine the entire marketplace.”
-Linda Yaccarino, Chairman, Advertising and Partnerships, NBCUniversal.
As a next phase of its one portfolio strategy, NBCUniversal’s ONE PLATFORM will rebuild the premium video marketplace and transform the industry to match a future that viewers have already created. ONE PLATFORM is being built in service of its audiences and marketers alike, creating a more relevant advertising experience for viewers while delivering meaningful engagement and impact for brands.
ALL AUDIENCES, ALL SCREENS
The A18-49 demo was introduced in 1962 when the U.S was half the current population size and only three networks existed. Today, consumers are free to view content, buy products, and interact with brands across any screen at any time—and premium video buying models must reflect that freedom too.
With ONE PLATFORM, NBCUniversal will leverage its unrivaled scale—an incredible 211M adults 18+ every month—to help advertisers to reach ALL audiences that matter. NBCUniversal will offer advertisers its best content across any screen, helping to simplify the buying process and deliver better results for brands.
ONE PLATFORM, ALL SOLUTIONS
Over the next three years, NBCUniversal will continue to double-down on its investment in technology to build one single platform that can optimize, plan, deliver, and measure audiences across all video distribution points. NBCUniversal’s ONE PLATFORM includes:
- ONE OPTIMIZER: Audiences seek out the best stories across any network, and advertisers need to easily, efficiently, and effectively target them. NBCUniversal will expand its optimization capabilities to provide a unified cross-platform optimizer based on reach/frequency objectives. Whether it’s traditional demos or more advanced custom audiences, this new offering will help advertisers extend the reach of their campaigns through more effective planning and delivery across NBCUniversal’s complete portfolio of linear and digital properties.
- ONE PLAN: By optimizing across all screens and all content, advertisers can now work with NBCUniversal to create one simple and streamlined plan for their media investment that ensures they are reaching the right audiences and creates more efficiency across every investment. New planning tools will enable NBCUniversal to deliver the strongest and clearest proposals possible for its partners.
- ONE DELIVERY: From ideas to action, marketers’ messages need to reach consumers at the right place at the right time. NBCUniversal’s new system will unify the scheduling and trafficking of campaigns across linear and digital platforms concurrently, enabling more effective pacing and delivery at unparalleled scale.
- ONE MEASUREMENT: Plans and execution must be backed up by measurement to prove the impact of an investment. CFlight unified impressions across all screen providing advertisers a single metric to measure consumption behavior. Now, NBCUniversal will unveil a new in-campaign and post-campaign measurement dashboard to show brands how each impression drove impact.
NBCUniversal is one of the world’s leading media and entertainment companies in the development, production, and marketing of entertainment, news and information to a global audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment television networks, a premier motion picture company, significant television production operations, a leading television stations group, world-renowned theme parks, and a suite of leading Internet-based businesses. NBCUniversal is a division of Comcast Corporation.